How to Create Tailored Marketing Strategies That Drive Engagement
Guest post by Tony Ademi
Tailored marketing is important for small business owners because it sends personalized marketing messages to customers based on their preferences and buying behaviors. It improves the customer experience by ensuring that customers see what they want.
Tailored marketing makes customers rethink the consideration phase and make up their minds to purchase the product they are looking at. With increased expectations for personalized services, it’s now more important than ever for small businesses to adapt and develop an effective strategy.
In this article, we’ll dive deeper into learning more about how you can just that.
Importance of a tailored marketing strategy
Tailored marketing is important since it allows small businesses to connect on a deeper level with their customers, build long-term relationships, and improve sales over time. Tailored marketing strategies create individualized attention and help improve customer satisfaction and engagement.
Especially in today’s competitive online world, these marketing strategies are important and help you stand out from competitors.
8 ways you can create your tailored marketing strategy
All small business owners want to refine their tactics in knowing how to effectively create a tailored marketing strategy, especially in this dynamic and evolving online world, it’s more crucial than ever. Here are the steps you need to follow in doing so.
Define your target audience
The very first step in creating an effective tailored marketing strategy is to make sure you define your target audience. You can define your target audience by following these steps:
Demographics: Age, income, education, and gender.
Geographics: Location-based needs or preferences.
Psychographics: Values, lifestyles, and behavioral patterns.
After you do that, identify your target audience’s pain points and see how you can address them. Analyze data at all times such as their purchasing history, web analytics, and social interactions.
2. Segment your audience
After you gain a better understanding of your target audience, it’s now time to segment them into groups. Your audience should be segmented into groups based on common attributes like past purchases made, browsing patterns, and demographics.
By using audience segmentation, you can customize your campaigns for different customer groups and make sure that messages are relevant to their interests and requirements.
3. Leverage use of first-party data marketing
As data privacy regulations begin to become more strict, third-party cookies are starting to get abandoned and first-party data marketing is on the rise. It offers direct insights into customer preferences and behaviors that make it easier for privacy compliance.
The reason third-party data is being abandoned is because it is accessed or purchased from other sources while first-party data is collected directly from audience members. While collecting first-party data you are getting insights into:
Website browsing behavior
Transaction and purchase details
Email engagement rates
Survey feedback
Social media activities
All of this information you gather can help you learn more about your target audience and you can leverage this information to personalize your content.
4. Create personalized content
After you start segmenting your audience and leveraging first-party data, you can create content that is specific to each customer group. One great option is to use personalized emails which are tailored to the requirements of each customer. Include dynamic content that highlights various products, offers, and messages according to the recipient’s behavior.
Next, include targeted ads that will target each audience segment with tailored advertisements across all communication channels.
Last but not least, leverage data-driven insights to improve the user experience on your website. This includes displaying personalized landing pages or product suggestions based on the user's activity.
5. Set up customer-focused social media campaigns
Nowadays, almost everyone is spending at least some time on social media channels. The average amount of time people spend on social media is around 2 hours and 24 minutes per day.
Each social media channel covers different age groups so it’s highly important to make sure that you are targeting the right people on the right channels.
Social media also encourages direct communication with customers and engages with them on a deeper level.
Here are some great examples of how you can engage with your audience on social platforms:
Run social media campaigns and gather user-created images and videos and use them as social content
Create hashtags on trending topics
Use real-time insights from your customers to get into personalized insights and data visualizations
While social media does offer plenty of different opportunities, it’s important to use this direct form of communication to build long-term relationships with customers.
6. Use omnichannel marketing
If you want to deliver a consistent experience across all communication channels (social media, email, website) omnichannel marketing is the way to go.
It uses data and analytics to create a consistent experience whenever customers interact with the brand. You can achieve this by following these practices:
Aligning your messages across all platforms: This means tailoring content to the strengths of each communication channel while maintaining a consistent narrative. For example: You promote a discount on Instagram with an attractive image and send a personalized email reminder.
Using marketing automation tools to personalize workflows: This includes sending out welcome emails to customers after they sign up with product suggestions based on the data you’ve gathered, or if they don’t take action, you can send out reminder ads.
Reward customers for their contribution: Includes offering exclusive discounts and even social media giveaways for customers who consistently interact with your content.
Track and analyze performance: It’s always important to monitor customer interactions across different channels to identify which strategies work best for you. Pay attention to metrics like engagement rates, conversion rates, and average response times to redefine your approach.
Omnichannel-tailored marketing works since it reinforces trust and familiarity and is delivered at the right time to make sure customers are continuously engaging with your content.
7. Use the power of AI tools
While we can do so much, we can never compare to the amount of work Artificial Intelligence can complete. Let’s face it, AI never gets tired and can analyze large amounts of data in a short period of time.
AI tools are great for analyzing user behaviors and trends based on historical data. This not only helps in crafting content that is aligned with future customer needs but makes sure that you deliver content at the right time. For example, Google Analytics 4 (GA4) uses machine learning (ML) capabilities to predict potential purchases that can be made.
You can use these tools for tracking content performance in real time and make adjustments along the way. This helps you make changes to any underperforming campaigns.
Moreover, AI tools help in optimizing content for search engines by recommending keywords based on user intent, analyzing competitors’ content for improvement opportunities, generating meta descriptions, and optimizing headlines.
8. Optimize and test your results
Personalization is a continuous process rather than a one-time effort. Therefore, it’s important to continuously test different campaign components, such as call-to-actions, graphics, and subject lines that can help you know which is working the best for your target audience.
Let’s take a look at a quick overview of how you can monitor and test your results:
Define clear objectives and establish specific goals for focusing on your efforts and determining your key performance indicators (KPIs) to ensure your strategy's success;
Tailor your marketing approach based on demographics, behaviors, and preferences that meet customer demand and needs;
Implement A/B testing by testing individual variables and using control groups to compare results and analyze outcomes to make sure you are continuously improving through multi-stage testing;
Use data analytics tools to analyze deeper user behavior and campaign performance insights.
By optimizing and testing results, you will better understand what changes are needed to implement your tailored marketing strategies. This will help you better engage with your customers and address their needs.
Tailored marketing is essential for today’s competitive online world
Since the online world is evolving so fast, creating long-term relationships with your audience in such a competitive marketplace is becoming a must. By understanding your target audience, leveraging data-driven insights, and taking advantage of AI tools, you can create personalized campaigns that resonate with your customers.
Also, implementing the needed steps such as audience segmentation, content personalization, and omnichannel marketing makes sure that you are personalizing your content when needed by your customers.
Above all, it’s always important to monitor performance and gather feedback. By investing your time in tailored marketing, you are making sure that your customers are always engaged and allow you to build long-term relationships to drive business growth and foster brand loyalty.
About The Author:
Tony Ademi is a freelance SEO content and copywriter. He has been in the writing industry for three years and has managed to write hundreds of SEO-optimized articles. Moreover, he has written articles that have ranked #1 on Google. Tony’s primary concern when writing an article is to do extensive research and ensure that the reader is engaged until the end.